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Google Ads lets you place your ads on its three advertising networks, the Search Network, the Display Network and the Youtube Network.
When advertising on the Search Network, you target keywords that are relevant to what your business offers and your prospective customers are searching for. You pay for each click to your website, so your website should encourage people to transact or provide contact details.
Ads on the Display Network can be text, image, video, or rich media. The Display Network lets you select the interests and past search habits of users, and then use a display ad to lure them to your website. These users may not be in the market to buy your products or services yet. It primarily works to build a remarketing or email marketing list.
Youtube is also part of Google Ads. You can create video campaigns with a range of video ad formats to engage customers in different ways on YouTube and across websites and apps running on Google video partners.
Google Ads also includes Shopping ads. These ads work by importing data about products you have for sale on your website through a product feed. When people search in Google, they may see an image of the product you are selling, along with its price.